Automated Architecture, founded by Gilles Retsin and Mollie Claypool, is a series A start-up revolutionising house building with robotics and AI, creating an automated ecosystem that enables sustainable, affordable, and beautiful homes at scale.
Challenge & Approach
Housing is in crisis. Costs are rising, sustainability is often an afterthought, and traditional construction methods can’t keep pace with demand. AUAR set out to change that using robotics and AI to make sustainable, affordable housing a reality.
Our task was to raise the profile of AUAR, shifting perception from an experimental architecture lab to a serious player in the housing and construction industry. AUAR’s approach and business model was already unique in their market, what we needed to do was help communicate this with clarity and confidence to resonate with investors and partners alike.
Our starting point was the idea of “the building blocks of a better future.” The identity system takes its cues from AUAR’s voxel (the 3D form of a pixel) based software. Modular units that flex, repeat and combine to form new structures.
A moving grid system reflects the adaptability of their process, where buildings can be endlessly reshaped. The use of a single-weight typeface adds a similar discipline, just as AUAR construct everything from one elemental wooden block. A deliberate symmetry with their approach that gave them a brand they could fully align with.
Outcome
The new identity gives AUAR a voice as bold as their mission. Clear, confident messaging speaks to developers, manufacturers and homeowners alike, while the visual system embodies both innovation and care. It communicates a simple but powerful promise: beautiful, affordable homes with minimal environmental impact.
It’s a platform that positions AUAR appropriately for their future. A company reshaping not only how homes are built, but how we imagine the future of construction on a global scale.
Deep Making
To rise up, we first go deep down. Deep Making is where we uncover hidden truths and overlooked gaps. It’s our space for the unexpected and the different. These experiments, in-progress thoughts and unused directions are all part of our design process that help turn ideas into enduring brands.
Rising to the challenge of connecting robotic automation to a traditionally manual industry
Automated Architecture, founded by Gilles Retsin and Mollie Claypool, is a Series A start-up revolutionising house building with robotics and AI, creating an automated ecosystem that enables sustainable, affordable, and beautiful homes at scale.
Gold, Best Creative Strategy Transform Awards Europe 2025
“A fantastic experience. They added value from day one and were extremely reliable and precise. They were a perfect fit to work with us as a technology company as they're highly experienced in the space.”
